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I’m not a big fan of rules, especially when it comes to business. Sure, there are things you can do for your business that have proven to be beneficial for many, but does that mean you absolutely HAVE to do it? Having a business blog is one of the most popular marketing “rules” out there, and while I wouldn’t say that every business HAS to have a blog to be successful, I can’t deny their potential or importance.
Blogging can offer an ecommerce business a wealth of opportunity. From generating leads to gaining exposure, the list of advantages of a well-kept blog is pretty long. For this post however, I want to focus on my top 3 reasons to blog, and the 1 big reason you shouldn’t.
Reason to Blog #1: Search Engine Optimization
Often touted as the most important reason to have a blog, SEO gets a lot of press, and for good reason. If you want people to find your store, then you need to show up in search results. For new bloggers, SEO might sound daunting, but there are articles abound to help you best optimize your blog.
Be careful though, while proper SEO can be a tremendous tool to drive traffic to your blog (and store), focusing all of your efforts only on SEO can have some unfortunate consequences. For example, many new bloggers can become too focused on keyword density, resulting in spam-y articles that negatively reflect their business. Also keep in mind that search engine’s algorithms can change and if all of your traffic is reliant on having a high ranking website, the second you fall in the ranks due to search engine updates, your business is going to take a huge hit.
Reason to Blog #2: Establish Authority
Who knows your products better than you? You love your products! And you definitely want other people to love them, so why not make the effort to explain how great your items are? Of course product descriptions allow a little room for this, but writing a blog post that really expands on the positives can help shoppers make a more informed decision.
Don’t limit your blog by only writing about products though. Writing articles about topics related to your store can also establish your brand as an authority. When planning content for your blog consider the types of people who buy your products and what sort of information they’d be interested in. Providing valuable content will not only establish your business as an authority but will aid in SEO efforts. The more content your site has, the higher your chances of being found in search results.
Reason to Blog #3: Humanize Your Brand
You are a person trying to sell something to another person. Okay, so maybe your business is made up of a group of people trying to sell to the masses. But still, humans are involved in this, so don’t just spurt out sales pitches and coupon codes. Perhaps the single most effective thing your blog can do for your company is to showcase your personality.
Of course there are consumers who are only interested in the specs of a product and the policies of your business. That’s fine, you’ve made sure to offer that information as well. But the majority of people want to feel connected to the businesses they are buying from.
Allow your readers to see the enthusiasm you have for your products. Better yet, share your enthusiasm for the customer! Let people know what running your business means to you. Also, don’t be afraid to be vulnerable. Sharing your setbacks can help foster even stronger relationships because readers admire the courage it takes to admit mistakes.
Developing genuine connections with people is never a hindrance in business (or elsewhere for that matter). Blogging shouldn’t be a cold, calculated effort to bring in sales. Focus on developing a great product, giving superior service, and connecting with people. The sales will come.
Have I convinced you to start blogging yet? Well hold on a second….
The #1 Reason NOT to Blog
People who absolutely can’t spare any time to focus on efforts outside of their ecommerce store, should not have a blog, even if it is about their business.
Making sure your customers are happy, your inventory is updated regularly, your advertising campaigns are managed, and your items are shipped on time – these things all trump having a blog. So if the core needs of your business aren’t being met because you are busy trying to write 3-4, 800, word blog posts a week with a 2% keyword density, your priorities are out of whack and blogging efforts should be stopped.
Takeaways
If you have the resources, blogging can drive traffic to your store, promote your products, and help customers connect with your business. Just remember that as beneficial as a blog can be, it will take time to manage and for some, that’s time they just don’t have to spare. Luckily, there are tools and resources available to online sellers that can automate and streamline your business, giving you the time necessary to run as successful blog.
So what do you think? Has blogging been worth it in your experience? Are you still on the fence? I’d love to hear your thoughts in the comments!